Ariston For Your Vacation Campaign Wins Indonesia's Heart With Comedy #AristonFYV

To shift consumer perception in Indonesia—where water heaters are often seen as non-essential—Ariston launched the #FYV (For Your Vacation) campaign, combining education with entertainment. The campaign invited people to share quirky ways of boiling water, highlighting the ease of using Ariston products. By collaborating with humorous influencers, popular content aggregators like Overheard JKT and Bapak2id, and integrating brand storytelling into top-rated podcast Podkesmas, Ariston reached new audiences with a fresh, relatable approach.

The results were remarkable: +8% market share growth, 50% increase in GMV, 300% spike in website traffic, and over 5,000 new TikTok followers. The campaign also ranked among the top 10 most engaging posts in its category during Q4 2023—proving that creativity and cultural relevance can drive real business impact, even in a traditionally functional category.